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Leica, the legendary German maker of photographic devices whose roots go back in time of more than 150 years, is celebrating the commitment of photographers who bear witness to the … read moreworld in a new international advertising campaign whose claim is “The World Deserves Witnesses”. Through this campaign, the company pays homage to all those who use their Leica camera to document the beauty and poetry of the world. We celebrate those who capture pivotal moments of history, or the fragility of our human condition through their own sensitivity and unique view. Witnessing life with a Leica is a human and essential act. More than mere photos, these images are precious eyewitness accounts, whether they capture global events, or small intimate stories. In a time in which the act of taking a picture has become easier than ever, and perhaps too often careless and superficial, this campaign aims to highlight the value of looking at the world in a more meaningful way. Seeing those precious fragments of time in which the elements of the scene compose themselves through the lens and the photographer’s eye is unique and unrepeatable. To preserve all the integrity and sincerity of these visual testimonials this campaign, created by advertising agency TBWAPARIS, was developed using only existing photographs. No photo was created or staged to suit the communication concept, nothing has been retouched or changed. All the photographic testimonies of the new Leica campaign are the pure expression of a personal way of seeing. Due to the plurality of themes – whether societal, political, poetic or the everyday – this public expression touches all that is universal and resonates with our humanity. By adopting this approach, the campaign highlights the uniqueness of the Leica brand: a legendary brand, a revered brand, a unique brand, but above all, a brand built upon passion. This vision is shared in our video manifesto which will be aired online worldwide. The campaign includes visuals shown in print and online in more than 15 countries, which will change and renew over time. Over 30 photographers, from all walks of life, contributed to the campaign.
read less...Brand: Andrea Pacella, Director Global Marketing & Communication: Jérôme Auzanneau, Global Director Brand, Partnerships & Accessories
TBWAParis: Renaud Berthe, Matthéo Pressmar, Alexandre Stachowiak
Art Purchase: Elise Kubler, Isabelle Jaubert Legal: Caroline Paillard
Post-Production: Eléonore Girard
Sound Production: Else
Composer: Niccolò Pacella
Head of Music and Sound: Olivier Lefebvre Sound Director: Fabrice Pouvreau
Sound Engineer: Alexandre Robieux
Photographers
Emily Garthwaite /Institute Kai Wiedenhöfer
Sarah G. Ascough Stephen Vanasco
Chris Suspect
Véronique De Viguerie
Justin Mott
Gabriele Micalizzi
Eolo Perfido
Craig Semetko
Jonathan Eden-Drummond
Christian Werner
Godong/ Getty Images
Hulton-Deutsch Collection/ Getty Images Dotan Saguy
Brian Otieno
Joel Meyerowitz
Pierre Belhassen
Matt Stuart
Bree Garcia
Bruce Gilden / Magnum
Frédéric Lanoizelé
Richard Tsong-Taatarii
Damir Sagolj
Jasper Doest
Joshua Buana
Sylvestre Dedise
Lutz Müller
Emil Gataullin
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